Acceptance of Consumers Towards Traditional Food Innovation: Ready Meal Nasi Lemak in Malaysia

Abstract

The study was pursued to investigate the acceptance of consumers toward traditional food innovation of Ready Meal Nasi Lemak in Malaysia. There are three aspects that contribute to the acceptance: attitude, expectation and perception of consumers. The quantitative approach through online questionnaire was used to collect the data. The results showed that there was no significant relationship between attitude and acceptance. However, expectation and perception showed a significant relationship toward Ready Meal Nasi Lemak. This study could be a reference to those who are in food sectors as they will understand widely about the consumer’s attitude, expectation and perception especially towards ready meal. The companies have more information to design their marketing strategies and consumer’s preferences to improve the ready meal.